Obsessed With SEO & SEM

June 3-5, 2019
Bell Harbor International Conference Center

SMX Advanced 2018 Agenda

Build your own agenda! Click "Add To My Agenda", then enter your email in the My Agenda box at the bottom of the page to have your selections emailed to you.

Calendar

IN-PERSON NETWORKING - Monday, June 11th

6:00PM - 7:00PM

SPONSORED BY:

Bruce Clay, Inc.

7:30PM - 9:30PM

SPONSORED BY:

   
Calendar

Full Conference Agenda - Tuesday, June 12th

7:30 AM-9:00 AM

Breakfast & Registration

9:00 AM-10:15 AM

SEO Keynote: A Conversation with Bing's Fabrice Canel

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Join Microsoft veteran and Bing Principal Program Manager Fabrice Canel -- who leads the team responsible for crawling, processing and indexing at the search engine -- for an update on Bing support for key mobile and technical SEO initiatives.

We'll also discuss recent developments at Bing and what's ahead for the search engine, with a specific look at the crawling and indexing roadmap. Grab your coffee, bring your questions and join us for this opening discussion!

Speakers

Fabrice Canel

Principal Program Manager, Bing, Microsoft, @facan

Moderator

Michelle Robbins
Former SVP Content & Marketing Technology, Third Door Media, @MichelleRobbins

SEO Keynote: A Conversation with Google's Ilya Grigorik

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Overview

Join Google Web Performance engineer Ilya Grigorik for this fireside chat where he'll discuss web performance, site speed, user experience, security and mobile-friendliness -- top-of-mind issues for advanced SEOs confronting next month's Speed Update, and already dealing with the mobile-first index.

We'll also take a look at how the evolution of the web and Google search have impacted both user experience and user expectations, and discuss where developments for each are headed. Bring your questions and curiosity to this interactive chat!

Speakers

Ilya Grigorik

Web Performance Engineer, Google, @igrigorik

Moderator

Michelle Robbins
Former SVP Content & Marketing Technology, Third Door Media, @MichelleRobbins

SEM Keynote Conversation: Google & SEM

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Overview

Join Surojit Chatterjee, Google Shopping's Head of Product, as he explores what's new in mobile and shopping search advertising, including Product Listing Ads, Local Inventory Ads, and Showcase Shopping Ads. Surojit will also discuss mobile initiatives such as call measurement, online-to-offline measurement, mobile app formats, and more. Don't miss this unique opportunity to learn specific ecommerce insights about Google, from Google.

Speakers

Surojit Chatterjee

Head of Product for Google Shopping, Google

Moderator

Ginny Marvin
Editor-in-Chief, Third Door Media, Inc., @ginnymarvin

SEM Keynote Conversation: Bing & SEM

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Overview

With 20% market share, Bing offers many opportunities for advertisers to reach new markets. Hear what the Bing Ads team has been working on, what's in store for advertising opportunities on the platform and where Microsoft sees search headed.

Speakers

Steve Sirich

General Manager, Global Search Ads Business, Microsoft, @stevesirich

Moderator

Ginny Marvin
Editor-in-Chief, Third Door Media, Inc., @ginnymarvin

10:15 AM-11:00 AM

Refreshments & Expo Hall Time

11:00 AM-12:15 PM

SEO Ranking Factors In 2018: What's Important, What's Not

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Overview

The debate about Google ranking factors evolves with every algorithm update and each new theory about the influence of machine learning and AI. What's on the rise, what's on the decline, and more importantly, what still works?

You'll leave this session knowing the key elements, tactics and factors for SEO success.

Speakers

Marcus Tober

Founder/CTO, Searchmetrics Inc., @marcustober

Jeff Preston

Senior Manager, SEO, Disney Interactive, @jeffreypreston

Mordy Oberstein

Marketing Manager, RankRanger, @MordyOberstein

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick

The Mad Scientists Of Paid Search

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While most of us spend our days toiling away in the deepest details of paid search campaigns, the Mad Scientists are in their own world. In their labs, the Mad Scientists of Paid Search explore the deepest secrets of SEM, running experiments, testing regression models and analyzing larger trends to unlock fundamental secrets of auctions, attribution, economics and search behaviors.

Honoring a long-standing SMX Advanced tradition, the distinguished marketing scientists selected for this panel don the highly coveted Mad Scientist lab coats as they deliver their latest search discoveries and insights.

Speakers

Andreas Reiffen

CEO & Founder, Crealytics Inc, @AndreasReiffen

Andy Taylor

Associate Director of Research, Merkle, @PronouncedAhndy

Andrew Goodman

President, Page Zero Media, @andrew_goodman

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Key Factors in Driving Media Performance

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Learn which key factors you should consider when evaluating new performance media channels. We will review new and unique direct to publisher opportunities across leading search, native, and in-stream marketplaces that enable marketers to operate with greater transparency and control.

Speakers

Leo Polanowski

CEO, Perform Media

Win Today's Shoppers In The Age Of Assistance

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Shoppers today are more curious, demanding and impatient than ever. Retailers need to reach more of today's shoppers, drive action by removing friction in the customer journey, and accelerate their business through insights and automation. Join the Google Shopping team as we uncover how to better connect with customers, build more assistive shopping experiences, and get better customer and merchandising insights with Google.

Speakers

Jeff Allums

Senior Technical Solutions Consultant, Shopping, Google

12:15 PM-1:30 PM

Lunch & Expo Hall Time

1:30 PM-2:45 PM

Mobile-First & AMP For The Advanced SEO

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Overview

Google is now using a mobile-first index based on how mobile devices would crawl the web.

In this session, you'll learn advanced techniques to perform an audit in a mobile-first world to ensure that content, links, metadata and structured data are compliant, regardless of how users access your site. You'll also learn tactics and techniques for maximizing the effectiveness of your site's AMP (accelerated mobile pages) content.

Speakers

Kevin Malarick

SEO Manager, Product, Edmunds Inc., @edmunds

Alexis Sanders

Technical SEO Account Manager, Merkle, @AlexisKSanders

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick

Turning Your Data Into Compelling Stories

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Data is our both our best friend and a frustrating nemesis that thwarts interpretation with sheer volume and conflicting signals.

Mastering analysis is crucial for successfully managing and fine-tuning accounts and for transforming data into insight for your boss, clients and other key stakeholders.

Attend this session for an advanced course in data-driven storytelling. You'll learn to transform unorganized data into compelling and convincing presentations that showcase the trends, successes and future potential of your SEM campaigns.

Speakers

Bill Hunt

President, Back Azimuth Consulting, @billhunt

Maria Corcoran

Search Marketing Platform Manager, Adobe, @mariacorcoran

JD Prater

Director of Growth Marketing, AdStage, @jdprater

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

Maximizing The Impact Of Online Video Ads

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    Vertical

Overview

Once upon a time, a successful video strategy meant having a YouTube page. Times have changed, and today, there are dozens of options, formats and channels appealing to widely varied audiences. The migration of video to social and other platforms presents marketers with challenging issues to solve:

- How do I take advantage of the billions of video views on Facebook every day?
- What's the most effective cross-platform video strategy for my brand?
- Should I be taking the risk of doing real-time experiments?

Are those questions you are asking? Come to this session to learn best practices for socially promoting your videos while maintaining the integrity of your brand.

Speakers

Bryant Garvin

Director of Marketing, Purple

Cory Henke

Founder / Business Development, Variable Media Agency

Allen Martinez

Founder, Noble Digital, @nobledigitalone

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

Case Study: How to Utilize AI-Based Call Insights to Optimize Paid Search

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Call tracking has been employed by search marketers for years, but its usefulness has been limited by a lack of visibility into call behaviors and outcomes - data that we demand from our other digital channels. With recent advancements in Artificial Intelligence, we can now derive valuable insights from conversations in real-time and push it into search platforms to drive campaign optimization. Learn how a leading insurance company used AI to mine new conversational insights, reducing campaign costs by 54% without sacrificing revenue.

Speakers

Ian Dailey

Senior Director, Product Marketing, Invoca

Drive Results with Faster, Safer, & Better Ad Experiences

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Consumers have high expectations for faster, safer and better digital experiences. This means it's more important than ever for brands to deliver on these expectations - especially on mobile. In this session, we'll explore how you can set your business up for peak performance on mobile with help from Google's latest innovations for speed, click measurement, and user privacy to ensure the best web experiences for your customers.

Speakers

Prashant Nair

PM, Search Ads, Google

2:45 PM-3:15 PM

Refreshments & Expo Hall Time

3:15 PM-4:30 PM

Advanced Technical SEO: Page Speed, Site Migrations, Crawling

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Technical SEO has always been a critical component of search marketing. It's the foundation of SERP success.

In the first of two sessions examining this discipline, our experts take a deep dive into tactics for optimizing crawl budget, fine-tuning page speed and how to execute on large-scale error-free site migrations.

You'll leave the session with:
- An in-depth understanding of the factors that impact what, when, and how much of your site content search engines will crawl.
- Tips and tricks for how best to maximize your site's "crawl budget" to ensure your most important content remains forever accessible.
- A comprehensive strategy for executing an error-free site migration.
- A detailed plan for optimizing page resources -- site images, CSS, JS, HTML and more -- to reduce page load times to increase engagement, conversions and SERP rankings.

Speakers

Frederic Dubut

Senior Program Manager, Bing, @CoperniX

Brian Ussery

Director of SEO, SapientRazorfish, @beussery

Melody Petulla

Senior Account Manager, SEO, Merkle, @melpetulla

Moderator

Michelle Robbins
Former SVP Content & Marketing Technology, Third Door Media, @MichelleRobbins

Machines & Humans: A SWOT Analysis

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The question is no longer whether we automate or manage campaigns by hand... it's how to best supplement human brain power with the capabilities of machine -- algorithms, machine-learning and AI -- to achieve superior results better, faster and more consistently.

In this session, you'll learn the strengths, weaknesses, opportunities and threats associated with increasing the involvement of, and reliance upon, machine-based methods to assist with paid search advertising.

Speakers

Sean Murphy

Senior Associate, Red Ventures, @ppc_sean

Brad Geddes

Co-Founder, Adalysis, @bgTheory

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Taking Shopping Campaigns to the Next Level

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Google and Bing Shopping campaigns continue to gain click share over text ads. That popularity means more competition and a need for ever sharper skills.

Learn advanced strategies for executing profitable shopping campaigns: feed optimization, campaign structure, bidding strategies and more. And hear more about Google's big new initiative to take on Amazon, Google Shopping Actions.

Speakers

Elizabeth Marsten

Senior Director, e-Commerce Growth Services, CommerceHub, @ebkendo

Spencer Jahnke

Performance Media Manager, Nina Hale, @S_jahnke

Joe Martinez

Director, Paid Media & Community, Granular

Moderator

Ginny Marvin
Editor-in-Chief, Third Door Media, Inc., @ginnymarvin

Quora Ads: The Secret Weapon To Unlocking Mid-Funnel ROI

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Why do thousands of brands write & advertise on Quora? Join Tom Hammel to explore this question in full, covering the specific content marketing & paid advertising strategies that have performed best for brands so far. Leave the session with actional tips and best practices to add Quora as a new marketing channel in your toolset.

Speakers

Tom Hammel

Head of Agency Partnerships, Quora

Automating At Scale With DoubleClick Search

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With Search queries only getting more complex, it can be difficult to scale your advertising effectively. Learn how DoubleClick Search can help you automate every step of your advertising workflow, letting you can focus on more strategic tasks. We'll cover different tools you can use to build a fully automated solution across campaign management, bidding, measurement and reporting.

Speakers

Ryan Fitzgibbon

Global Product Lead, DoubleClick Search, Google

Jason Krueger

Product Manager, DoubleClick Search, Google

4:30 PM-4:45 PM

Break

4:45 PM-5:45 PM

Advanced Technical SEO: Schema & Structured Data, JavaScript

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In this session, you'll learn advanced technical SEO from experts as they tackle two topics at the forefront of website development and search engine indexing and ranking: JavaScript and structured data.

JavaScript is used by 94% of all websites to enable robust user experiences, and Google, in particular, is doubling down on PWA (Progressive Web Apps) adoption for their JavaScript-based capabilities to create responsive, application-like experiences for mobile and desktop devices. At the same time, structured data (aka Schema) has come even more sharply into focus as the primary driver for both "Position Zero"⁄featured snippets in the SERPs, as well as being utilized for surfacing the spoken answers to voice queries on Google Home and Google Assistant.

You'll learn:
- How to build and optimize the next generation of fast and functional JavaScript-based sites.
- Advanced tips and techniques to ensure your sites will rank well by making content accessible to search engines.
- How to properly implement, test and validate structured data, along with where and how these results are surfaced in the SERPs.
- How to future-proof content from getting left out of the voice search conversation.

Speakers

Bill Slawski

Director of SEO Research, Go Fish Digital, @bill_slawski

Patrick Stox

Technical SEO, IBM, @patrickstox

Mike Arnesen

Founder & CEO, UpBuild, @mike_arnesen

Moderator

Michelle Robbins
Former SVP Content & Marketing Technology, Third Door Media, @MichelleRobbins

The Latest & Greatest In Online Ads

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Since you last attended SMX Advanced, Google has rolled out a new Adwords user interface. The starting place for ads is now expanded text and responsive units. Google has been steadily evolving its platform by automating ad extensions, enhancing remarketing and extended dynamic remarketing to Gmail. Beyond that, customer match includes additional fields, and Google has many more new and interesting options you should know about.

In this session, you'll explore the changes, ensure you are up to date and get the tactics you need to maximize the performance of your campaigns.

Speakers

Laura Pattison

Digital Advertising Manager, Wheelhouse DMG, @wheelhousedmgLP

Laura Stiles

Digital Advertising Manager, Wheelhouse DMG, @wheelhouselaura

Sean Murphy

Senior Associate, Red Ventures, @ppc_sean

Mark Irvine

Senior Data Scientist, WordStream, @MarkIrvine89

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

Amazon: How to Optimize, Compete & Win On The World's Biggest Marketplace

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Selling on the Amazon Marketplace offers big opportunities, but it also presents unique challenges for merchants and retailers.

In this session, we'll discuss what you need to know when considering selling on Amazon, how to think about optimization on the platform -- from pricing to merchandising -- and how to leverage Amazon's growing suite of ad products for sellers.

Speakers

Brittany Page

Associate Director of SEO, 3Q Digital, @3QDigital

Bryant Garvin

Director of YouTube, Search & Programmatic Advertising, Purple

Kerry Curran

Managing Partner, Marketing Integration, Catalyst, @KSCDigitalPulse

Moderator

Ginny Marvin
Editor-in-Chief, Third Door Media, Inc., @ginnymarvin

Accelerating Enterprise SEO Performance: The Dynamic SERPs and Artificial Intelligence

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Over the last few years search results have become more personalized and dynamic with Google SERP types now numbering in the dozens. This increased complexity creates challenges for many SEOs, however it has also opened up several opportunities for those who understand how to optimize to drive performance.

In this session, learn more how Google and other vertical search engines (VSEs) are leveraging AI to present new and relevant personalized experiences. New BrightEdge research will be presented surrounding the new dynamic SERP formats and how marketers are thinking about the future of AI to win in voice search.

By using a wide variety of SERP layouts, Google creates a vertical search experience within its traditional search environment. In addition, consumers also rely on other VSEs, like Amazon, App Store, and site search to zero in on the results they need. Learn more about vertical search optimization (VSO) principles and practices that can be leveraged across multiple VSEs.

Session insights will include:
- New SERP types and formats
- SERP analysis and tracking
- New SERP research
- Artificial intelligence applications
- Vertical search optimization best practices
- Optimization for performance
- Multiple brand use cases will be cited throughout the session

Speakers

Ken Shults

VP Strategic Innovation, BrightEdge

Michael DeHaven

Director of Product Management, BrightEdge

Scale Performance With Smart Display Campaigns

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To drive results across today's websites and apps, marketers need to deliver messages that resonate with what people need and care about in all of the right moments. Learn how Google's latest machine learning innovations for Display helps save you time and drive better results. Our best practices for Smart display campaigns will make it easier for you to find the right customers, set the right bids and create beautiful ads at scale.

Speakers

Matthew Walter

Global Product Lead, Display, Google

5:45 PM-6:45 PM

SMX Expo Hall Reception Meet the market leading solution providers exhibiting at SMX Advanced, while enjoying a beverage, snacks and networking.

(open to Expo+ pass holders)

Calendar

Full Conference Agenda - Wednesday, June 13th

8:00 AM-9:00 AM

Breakfast & Registration

9:00 AM-10:15 AM

Voice Assistants: Persona Design, Information Discovery and the Next Era of Search Marketing

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Join us for this fresh discussion on voice engagement. Where it started, how we got to where we are, and hear directly from leaders in the field. We'll dive in on the technology, uncover the "whys" driving decisions and look at how "persona" means something well beyond your normal marketing alignment. Get a deep, unique view of the biggest change-making topic in our industry.

Speakers

Eric Enge

CEO, Stone Temple Consulting

Duane Forrester

VP, Industry Insights, Yext, @DuaneForrester

Moderator

Michelle Robbins
Former SVP Content & Marketing Technology, Third Door Media, @MichelleRobbins

Conversion Optimization: Turning Quick Wins Into Winning Streaks

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Increasing CPC rates mean SEMs are under mounting pressure to improve campaign and conversion performance.

In this session, you'll learn how to find quick wins and turn them into sustainable, longer-term gains. We'll cover landing page optimization coupled with campaign optimization techniques for B2B, B2C, lead gen, e-commerce and more.

Speakers

Duane Brown

Founder & Head of Strategy, Take Some Risk Inc., @duanebrown

Ayat Shukairy

Co-Founder, Invesp, @ayat

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Local Search: Significant Changes On The Horizon

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Google has been moving to improve local search on several fronts, and the changes should be embraced by anyone who relies on geotargeting as a primary means of attracting customers. This session will cover an array of crucial topics, from how to take more control over your business-specific information to maximizing impact with local ads - plus probable future changes. Join our expert speakers to explore the rapidly evolving local marketing landscape and how marketers can best leverage new opportunities.

Speakers

Andy Taylor

Associate Director of Research, Merkle, @PronouncedAhndy

David Mihm

Founder, Tidings, @davidmihm

Dana DiTomaso

President & Partner, Kick Point Inc., @danaditomaso

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

Mastering SEO Silos

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Come learn about SEO siloing from the person who invented it. This powerful “ranking factor” is often overlooked or implemented incorrectly.

Attendees will learn the concepts and approaches to designing a silo architecture and the steps in the process.

You will learn:

  • What is a silo, and why does it matter?
  • Examples of successful results using silos
  • Essential steps in the siloing process
  • Effective internal linking structures
  • How to create physical and virtual silos

Speakers

Bruce Clay

Founder & President, Bruce Clay, Inc.

The Art and Science of Intelligent Ad Solutions on Bing Ads

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Are you curious about how marketing and artificial intelligence (AI) are coming together to provide better experiences for customer and better tools for advertisers? Do you want to take advantage of the power of AI and machine learning in your advertising? We will discuss what AI means to the advertising industry, how Microsoft thinks about AI, and how Bing's intelligent ad solutions like Dynamic Search Ads, Chatbot Extensions, In-Market Audiences, Auto-bidding and Opportunities Tab can help businesses like yours reach new heights. Find out how Bing Ads harnesses the power of the Microsoft Graph, using AI and applying machine learning to deliver intelligent and personalized audience targeting, campaign optimization tools, and more extraordinarily customized ad experiences.

Speakers

Scott Finholm

Account Executive, Bing

10:15 AM-11:00 AM

Refreshments & Expo Hall Time

11:00 AM-12:15 PM

Optimizing For Voice Search & Virtual Assistants

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With more than 400 million Google Assistant-based devices in use and 20 million Amazon Echos sold, it's clear the future of SEO requires optimizing content for voice search.

This session covers the opportunities and challenges voice search presents, including:

- Optimizing your content and user experience for a future in which half of all queries are voice-driven.
- The role featured snippets play in surfacing voice search results.
- Using variables such as location, long-tail keywords and reviews.
- Creating task-based and informational content.
- Identifying cost-effective ways to experiment and learn with voice search.

Speakers

Katie Pennell

Content Marketing Manager, Nina Hale, @katiepennell

Upasna Gautam

Search Lead, Ziff Davis, @upasnagautam

Benu Aggarwal

President & Founder, Milestone, Inc, @benuaggarwal

Moderator

Michelle Robbins
Former SVP Content & Marketing Technology, Third Door Media, @MichelleRobbins

Audience Targeting In A Privacy-Centric World

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Audience targeting and remarketing: Two powerful tools for marketers... unless they're rendered useless by ad blockers, tracking restrictions (Apple), shifts in consumer behavior and new privacy regulations.

In this session, we'll examine what's new in audience targeting, plus how the changes to tracking will affect your ability to effectively use audience targeting and remarketing.

Speakers

Maria Corcoran

Search Marketing Platform Manager, Adobe, @mariacorcoran

Jillian Nagle

Associate, Red Ventures, @jill_nagle1

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

Deep Dive: Google's New Search Console

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Do you spend a lot of time in the Google Search Console? A completely revamped GSC is out that features new search performance data, index coverage, AMP status, job posting reports and many other powerful features.

In this session, you'll learn about:
- How to take maximum advantage of the Search Console's new responsive user interface.
- New reports Google says provide "more transparency" into its indexing.
- Two-way communications between Google and website owners to help resolve issues faster.

Speakers

Brian Ussery

Director of SEO, SapientRazorfish, @beussery

Marcela DeVivo

Digital Marketing Analyst, SEMrush, @marceladevivo

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick

Help Us Help You: The Evolution of Conversion Tracking

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Find out about new features available when using conversion tracking on Bing Ads, and what steps are needed to address recent cookie policy changes by Safari and Firefox.

Speakers

Aaron Lauper

Sr. Product Marketing Manager, Bing

12:15 PM-1:45 PM

Lunch & Expo Hall Time

1:45 PM-3:00 PM

Solving Complex SEO Problems When Standard Fixes Don't Apply

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    SEO

Overview

Most technical SEO audit presentations cover tools and theory, but few help you piece it all together or sort out the issues when standard fixes have been implemented. What happens when things go wrong or aren't performing as expected?

In this session, our speakers show you how to go beyond tools and find which metrics deliver an immediate indication of bigger issues. You'll get proven strategies and tactics that work when standard technical SEO fixes do not.

Speakers

Bill Hunt

President, Back Azimuth Consulting, @billhunt

Patrick Stox

Technical SEO, IBM, @patrickstox

Vanessa Fox

CEO, Keylime Toolbox, @vanessafox

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick

Storytelling With Social Ads That Sell

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Effective social advertising demands more than just finely tuned and targeted campaigns. Great social ads connect with people and hook them with storytelling.

In this session, you'll hear from marketers who have effectively folded branding and storytelling into performance campaigns to crack open incredible ROAS on social networks like Facebook, Instagram and LinkedIn.

Speakers

Michelle Morgan

Director of Client Services, Clix Marketing, @michellemsem

Jeff Ferguson

CEO, Fang Digital Marketing, @fangdigital

Susan Wenograd

Facebook Ads Consultant, Susan Wenograd, @susanedub

Moderator

Ginny Marvin
Editor-in-Chief, Third Door Media, Inc., @ginnymarvin